We as marketers are all aware that UGC is absolutely everywhere and whether we like it or not, brands can be amplified into the marketing spotlight, without any slight control – whether it be for a good or bad reason.
In essence, the positives for the brand are:
- It is a simple marketing technique
- It is easy to create a platform for users to upload their own content
- The younger generation tend to use social media more and are therefore are boosting brand engagement levels
- It is great for marketing communications and the content itself can be used for multiple purposes
Gemma Cutting, Deputy Managing Director at PromoVeritas, says: Many of our clients’ campaigns involve inventive forms of UGC such as selfies, photos, designs, tie-breakers and even inventions. These types of promotions tend to create a bigger buzz and are more likely to go viral – particularly when there is voting involved.
However, there are negatives for all types of marketing, particularly promotional marketing…
- The brand has no control of what is being posted by consumers
- If you are running an open dialogue promotion you must have moderation in place. Entrants can freely post content on public social media pages and a team must be in place first to ensure moderation excludes content that could jeopardise the brand. The National Lottery Olympics campaign, is a prime example of a Twitter campaign that ended up in the press for all the wrong reasons, with consumers sabotaging the campaign with negative content that was then posted online.
- ASA complaints – If a member of the public complains your brand could be at risk of an upheld ASA ruling
To ensure that your promotion is always a winner, you must plan ahead and have a solid set of Terms and Conditions that cover-off any impending disasters. Building checks and time for moderation and adjudication in to your campaign plan is also essential.